How to Choose a Dental Marketing Company for High-Value Patients
Choosing a dental marketing company to attract high-value patients is an important task. Dental marketing services targeting simple care patients do not work with complex care patients. Thus, it is wise to focus on dental marketing consultants who have experience using dental marketing strategies that have been successful with the specific procedure you are looking to grow.
It’s not enough that they understand the dental market in general, especially if you are looking to work with a dental digital marketing company, which can help you focus your marketing efforts on very specific target audiences.
If you’re looking to grow your practice with high-value patients, such as dental implant patients, it’s critical that you choose the right dental marketing company to meet your specific goals. Here are three important things a dental marketing company must understand to be able to help you attract high-value patients on a regular basis.
Audience segmentation improves dental digital marketing results.
The right dental digital marketing company for dental implant patients, or any other high-value patient, must understand audience segmentation. Specifically, dental digital marketing campaigns targeting “new patients” are not enough. Sure, they may attract new patients but you have no idea what services those patients want or need. They might be looking for general care.
Although general care patients are important to many general practitioners, it is impossible to calculate your return on investment when you don’t know the type of procedures your new leads will want. You might attract a bunch of patients who want discounted cleanings. But the right dental marketing company knows how to segment audiences to target patients who are actively looking for teeth replacement options.
The right dental marketing company understands that each patient segment is unique and requires a unique approach, especially with digital marketing for dental practices. Be sure any dental digital marketing company can explain how they will use audience segmentation to you before moving forward. Ask them to tell you about the dental marketing strategies they will use to target the specific patient profiles you want to attract. This is important because each patient profile is different. Implant patients are different than short term ortho patients. Invisalign patients are different than cosmetic patients. And simple care patients are different than complex care patients. The right dental digital marketing agency will know how to target the specific patient profiles you’d like to attract.
Broadcast marketing and search marketing are two very different dental marketing strategies.
Before hiring a dental marketing consultant, ask them to explain the difference between broadcast marketing and search marketing. In short, broadcast marketing involves placing an advertisement in someone else’s content in order to promote your services to their listeners, viewers, or readers.
Traditional examples of broadcast marketing for dentists include radio, TV, newspaper ads, and mailers. In a digital world, this could include YouTube video advertising or banner ads on websites. The hope is that the listeners, viewers, or readers are potential patients. That’s why local newspapers, mailers, or YellowPages ads have worked in the past. Those allow you to focus on people who live near your office.
Search marketing is a dental digital marketing strategy involving presenting ads to people when they search the internet. For search marketing to work, your dental digital marketing company must understand both how search marketing works and the search behavior of the specific patient profile you want to target.
Search marketing works well for dental practices because you can target patients who are researching solutions to the dental problems you want to solve. Their search behavior tells you they are more likely to be closer to moving forward with treatment. This is especially important with high-value procedures, such as dental implants, which typically involves a longer timeline and more questions from patients before moving forward. They are actively researching so they are easily identifiable. Your dental marketing company must understand the search behavior of the patients you want to target.
The role of a dental marketing company doesn’t end when they send over a lead.
The best dental marketing company understands their role and how it fits in a comprehensive dental marketing campaign. Dental marketing is not about placing ads and collecting leads. It’s about targeting the right patients at the right time. With high-value patients, the right time is when the patient is researching the procedure you want to promote. But it is also about helping your practice realize an actual return on your investment. This starts with preparing your practice to help patients overcome common barriers to case acceptance. And it includes ensuring your team is ready to convert leads into patients when the phones start ringing.
The right dental digital marketing company will have support in place to help you convert leads into patients. They will help you put the right elements in place to help patients afford their care, and more. Only work with a dental marketing company truly committed to helping you achieve a real return on your investment.
Are you ready to grow your practice with high-value dental implant patients?
Choosing a dental marketing company takes careful consideration. When looking to grow using high-value procedures, you must partner with a company committed to your success.
Driven Dental Implant Marketing does all these things for our clients, and more. If you want to learn how we can do it for you, too, book a FREE 15-minute strategy session with us right here on drivendentalmarketing.com. And be sure to connect with us on social media to learn more about proven dental implant marketing strategies.